Internet Explorer 7, 8, and 9 are no longer supported. Please use a newer browser.
Concourse works best with JavaScript enabled.
National Park College logo

National Park, AR · Business Administration · Business Administration


  • Section
  • 01/15/2020 to 03/18/2020
  • Modified 08/10/2020

Class Information

  • Class Days:  Online
  • Class Time:  Online
  • Class Location:  Online
  • Class Format:  Online

Course Description

Advertising is designed to introduce the student to basic advertising terminology, the purpose of advertising, the use of media, target marketing and segmentation, advertising development, and advertising campaigns. Career opportunities in advertising and using advertising in buying decisions will also be discussed.

ACTS Equivalent:  None

Prerequisites:  None

Corequisites:  None

Next Course in Sequence:  None


General Education Purpose and Objectives


National Park College (NPC) is committed to its mission statement, "Learning is our focus, student success is our goal."  NPC is dedicated to helping all students develop as communicators, critical thinkers, and professionals who behave ethically and recognize the diversity of the world around them. The General Education Objectives are designed to be an integral component of all courses at NPC.

General Education Objectives (GEO)

It is the expectation that upon successful completion of a certificate or degree program at National Park College, the student will be able to:

  1. Communicate effectively using oral, written, and electronic methods.
  2. Use critical and analytical thinking skills.
  3. Demonstrate discipline-specific knowledge, skills, and competencies.
  4. Exemplify professional demeanor, ethical behavior, and respect for diversity.

Business Administration Program Purpose and Objectives


The Business Division offers certificate and associate degree programs designed to prepare you for employment in the business field, as well as opportunities for continuing promotion and advancement.

Program Level Objectives (PLO):

Students who successfully complete a program of study within the Business Division will be able to:

  1. Perform tasks following acceptable guidelines and processes for the specific discipline. (GEO 3)
  2. Use appropriate technology proficiently. (GEO 1)
  3. Evaluate alternatives that promote effective decision making. (GEO 2, 3)
  4. Use critical thinking and problem-solving skills in business scenarios. (GEO 2, 3)
  5. Communicate effectively using oral, written, and electronic methods.  (GEO 1)
  6. Make ethical decisions in a given business situation. (GEO 4)
  7. Model values and characteristics of a business professional. (GEO 4)

Course Level Objectives (CLOs)

Upon successful completion of this course, the student will be able to:

  1. Discuss the evolution of advertising  (PLO 1, 4, 5)
  2. Describe the role of advertising and its impact on society  (PLO 1, 4, 6, 7)
  3. Examine the business side of advertising  (PLO 1)
  4. Identify the targeting mix and marketing mix of advertising (PLO 1, 3, 4)
  5. Describe consumer buying behaviors  (PLO 1, 3, 5)
  6. Identify the steps of the planning process for advertising  (PLO 1, 2, 3, 4, 5, 7)
  7. Discuss the importance of the creative process in advertising  (PLO 3, 4, 5)
  8. Discuss advertising strategies used to reach a target market (PLO 1, 3, 4, 5, 7)

Required and Recommended Materials

Title of Textbook:        Advertising with Connect Access Code

Author:                        Michael Weigold and William Arens

Publisher:                    McGraw Hill

ISBN:                           9781259815942 (Textbook with Access Code)

                                    9781259900143 (text only)


Course Activities

You will be given the opportunity to interact with one another in a variety of ways.  These will include such methods as discussion board postings, peer review/feedback, and other methods as appropriate.  It is very important students take advantage of the interactive activities provided.

Grading Policy

Your grade this semester is a weighted grade and will come from a variety of assessments as shown below.  A brief description of each is provided here:

  • Assignments and discussion boards will count as 10% of your final grade.
  • There will be a Part test for each of the six parts in the textbook. The Part Tests will count as 70% of your final grade. The tests will be completed in D2L.
  • The Final Exam will count as 20% of your final grade.

Grading Policy:  At the end of the course, the overall numerical grade will be converted from a numerical scale to the following letter grade scale as indicated in the Grading Scale.

Grade Breakdown





Part Exams






Grading Scale

Final Grade



90 – 100%


80 – 89%


70 – 79%


60 – 69%


Below 60%

Evaluating Student Work (Rubrics): Rubrics may be provided for all assessments except those self-assessment activities that are objective in nature.  The rubrics will provide guidelines for you to follow in completing assessments.

Course Policies

Class Attendance Policy

Regular attendance is a critical element in student success. Therefore, students are expected to attend all regularly scheduled class sessions and to complete all assigned class work. Online class attendance is recognized when the student accesses the course shell at least two times per week for updates, messages, and to complete assignments on or before the due dates.  Students who do not access the course shell within a two week period of time are subject to being administratively withdrawn from the course.  Except for extreme circumstances, students are not permitted to be absent from scheduled tests without prior approval of the instructor. Make-up arrangements with an instructor is the responsibility of the student.

  1. Students are required to attend 85% of all class hours scheduled for a course. A student who does not meet the 85% standard is considered to be excessively absent.
  2. The College reserves the right to withdraw a student for excessive absenteeism. Excessive absenteeism may also result in failing grades, academic probation or suspension and loss of financial aid.
  3. Class attendance for an ONLINE CLASS: Students are required to complete assignments as scheduled and on time and access the course shell no less than two times per week.  Students who fail to submit two consecutive assignments and/or exams are subject for administrative withdrawal by the instructor.
  4. Throughout this process, it is recognized that the instructor is the judge of the final grade a student receives in any course.

Late and Make-Up Work:  Due dates are provided in the Course Schedule. No late work is accepted

Extra Credit:  No extra credit opportunities are provided in this course. Because of the mastery learning nature of the course and multiple opportunities provided, there should be no need for extra credit if you take advantage of the opportunities provided.

Feedback:  I will typically respond within:

  • 24 hours, Monday-Friday, to messages or emails.
  • 48 – 72 hours, Monday-Friday, with grades and feedback for graded work that is submitted on time.

Time and Effort Commitment:  The key to success in this class is persistent effort. Carefully consider your time obligations before committing to this course. The general suggestion for all college courses is 2 hours out-of-class work per week for every hour credited definitely applies to this course. (You should expect 6 hours of homework a week for a 3-hour course) plus the 3 hours you would normally be attending class for a total of 9 hours. However, the time needed to complete assignments will vary from learner to learner.

Inclement Weather / LMS DowntimeWhen NPC is out of class due to weather, our class will continue as set in the Course Schedule and Course Calendar. The only time this will be modified is in the case of an unplanned D2L downtime. If D2L goes down unannounced, any assignments that are due during that time will be reopened for one day. D2L down time that is announced by the NPC Online Office will need to be observed by the learner and assignment submission modified by the learner if it interferes with a final due date/time for any assignment.

Communication Policy: I am here to help you understand the material. I closely monitor all online communications. My aim is to have a learning community where we can all share knowledge, ideas, and experiences – and thus learn from one another. I may give you information periodically through D2L Announcements, E-mail, or Discussion.  For your own benefit, please learn how to use these resources and monitor them closely to keep informed. Students are responsible for all instructor-provided information. Below is a guide to get your questions answered quickly.   

LMS E-mail: Use the email built into D2L for private discussion between the two of us. We will use this instead of NPC webmail. This keeps all communication within the course and provides the instructor with notification when students have posted something and vice-versa. Students may also use the D2L instant messaging feature anytime when online and have a question and see that the instructor is online too.

Phone: You may also call my office (760-4247) and leave a voice mail if I do not answer. Make sure you leave a return phone number.

Office Visits: I am not always in my office even during posted office hours due to committee meetings, other classes, etc.  You are welcome to come by my office at any time. However, it is best to schedule an appointment with me so I know to expect you.

Expectations for Written Assignments This is a class of professionals; therefore, the assumption is you can spell, use proper grammar, and use proper punctuation.  Formatting, grammar, punctuation, and spelling are a component of all assessments in this course.    

NPC Policies

Board Policy 6.600 -- NPC Attendance Policy

Instructions to Students regarding attendance:

  1. Students are responsible to know and comply with syllabus attendance and coursework guidelines in each of their courses.
  2. Students are expected to meet all attendance requirements and engage in coursework as outlined in the course syllabus. Failure to maintain satisfactory course participation is the equivalent of excessive absenteeism and may result in the student being dropped. To maintain good-standing in online courses, students are expected to submit assigned coursework in a timely manner per instructor requirements.
  3. Students participating in athletics or a college-sponsored extracurricular activity are required to communicate scheduled absences ahead of time and to make arrangements with their instructors regarding missed coursework, including exams. The instructor determines how academic work associated with a college-sponsored absence(s) can be completed by the student.
  4. Failure to meet a course’s attendance policy does not mean a student will be automatically withdrawn from a course. Students seeking to withdraw from a course should do so either online through the student’s account or in person by visiting Student Affairs.
  5. Students who do not withdraw from a course by the published Academic College Calendar withdraw date will receive an earned grade.
  6. A faculty member may administratively withdraw a student from a course, including online courses, any time during the semester up to the published Academic College Calendar withdraw date if attendance does not meet syllabus guidelines.
  7. Students will not be administratively withdrawn by faculty after the published Academic College Calendar withdraw date except in life-changing circumstances or as a result of military orders.
  8. The withdrawal of a student from all courses may require the student to repay all or a portion of the financial aid received as calculated by the Financial Aid Office in accordance with government grant guidelines.
  9. Only in extraordinary circumstances may a student earn a grade of IP (In Progress) to defer course completion. Please see the Incomplete Grades policy in the Student Handbook located at

The full attendance policy is available by clicking on this link to the Board Policy

Academic Honesty Policy

National Park College considers honesty and integrity as essential qualities of any learning institution. The faculty and staff strive to live up to these qualities in all aspects of their lives and encourage their students to do the same. Integrity and moral values will carry over in to their professional lives and careers. NPC’s goal is to successfully prepare all students for their futures and equip them to handle whatever challenges they may face; therefore, NPC considers academic dishonesty as unacceptable.

Any NPC students who display dishonesty in their behavior while attending classes at NPC will be subject to disciplinary action to help the student first and foremost, but to also protect the rights, dignity, and property of others while maintaining an environment that fosters success and learning.

Violations of the Academic Honesty Policy will not be tolerated on the campus. Violations may range from receiving an “F” on the assignment in question up to permanent removal from the College.

  1. Technology manipulation
  2. Collusion
  3. Deception
  4. Misrepresentation and Lying
  5. Cheating
  6. Plagiarism
  7. Fabrication and Falsification
  8. Stealing, Defacing, and Destruction of Property

Please take time to read the entire policy, which can be found by clicking on this link to the Academic Honesty Policy.

LMS Policy

Brightspace by Desire to Learn (D2L) is the official learning management system (LMS) for the College. All students are expected to complete the LMS Student Training prior to the first day of class during their first semester here. Below you will find various policies relating to the LMS.

Privacy Policy:  Links to the privacy policies for all external tools used in the course are provided in the LMS. You can find the various privacy policies by clicking in the Begin Here module in each of your courses.

Accessibility Statement:  Links to the accessibility statements for all technologies required in the course are provided in LMS. You can find the various accessibility statements by clicking in the Begin Here module in each of your courses.

Netiquette Policy:  The netiquette policy for this course is located in your course in the LMS. You can find the Netiquette policies by clicking on the Netiquette Link by clicking in the Begin Here module in each of your courses.

Flexibility Clause:  The aforementioned requirements, assignments, policies, evaluation procedures, etc., are subject to change. Learners’ experiences and needs, as well as emerging knowledge, will be considered in modifying this course syllabus.

ADA Statement

National Park College (NPC) believes in providing equal access and opportunity to qualified persons with disabilities in compliance with the Rehabilitation Act of 1973, as amended; the Americans with Disabilities Act (ADA) of 1990; and the ADA Amendments Act (ADAAA) of 2008. It is our goal to ensure equal and comprehensive access to College programs, services, and campus facilities. It is the policy of NPC that no individual shall be discriminated against on the basis of disability in the full and equal enjoyment of the goods, services, facilities, privileges, and advantages or accommodations at the College. National Park College’s ADA statement may be accessed by clicking on this link to ADA statement.

The Disability Services office is located in Room 240 of the Gerald Fisher Campus Center Building. You are also welcome to call us at (501) 760-4227 or e-mail [email protected] for more information. Students with disabilities should visit our website using this link to disability services for more information.

Student Resources

Academic Success Center

The Academic Success Center provides tutoring and other resources to help students succeed. Visit our webpage at this link to the Academic Success Center.

Computer Services Department

The Computer Services Department provides computing resources for students including password resets. Visit our webpage at this link to the Computer Services Department.

NPC Library

The NPC Library provides a wide variety of services to students. Visit the NPC Library website.

LMS Support

Support for the LMS is available through NPC Online by email to [email protected], phone at 501-760-4292, or visit Charlotte Phelps Room 204.

Testing Center

The Testing Center provides test support for students and faculty. To learn more about the testing center visit our webpage at Testing Center.

Class Schedule

The schedule for this course will be made available in the LMS.  The instructor reserves the right to modify the schedule as the semester progresses.

Course Evaluations

Students will be asked to evaluate their instructor and course near the end of the semester. These student evaluations are very important to the improvement in the quality of instruction and course materials. All results are anonymous and shared with the faculty only after the semester is over and grades have been posted.

Legal Disclaimer

The schedule, policies, and assignments in this course are subject to change in the event of extenuating circumstances or by mutual agreement between the instructor and the students. The instructor will always inform the students of any changes in a timely manner.

In the event of a community crisis the college reserves the right to change the mode of instruction for any or all classes.